user experience & mobile innovation strategy

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User Experience & Mobile innovation Strategy Antonio De Pasquale Senior Interaction Designer at frog @myinteraction

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Smartphone, e-readers and tablets have dramatically changed the way we access content and digital services today. Designing the user experience means re-thinking the traditional paradigms in use for the web and considering a broader picture where the experience is pervasive, multi-channel and cross-device. What is fundamental, is optimizing the user experience by designing the interaction through different contexts, functionality and mobile platforms, simply translating the desktop interface is not enough. Rethinking the business logic of a service centered around the user, is the first step to designing a complex multi-channel experience. Combining design methodology with agile development is the next step in bringing a successful product or service to market.

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Page 1: User Experience & Mobile Innovation Strategy

User Experience & Mobile innovation

StrategyAntonio  De  Pasquale

Senior Interaction Designer at frog@myinteraction

Page 2: User Experience & Mobile Innovation Strategy

My name is Antonio De PasqualeI'm a Senior Interaction Designer at frog Milan

A little about me

I'm specialized in digital interfaces & user experience

I'm passionate about the "aesthetics" of movement

I'm from Sicily and I love the sea.

@myinteraction

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Mobile Frontier 2014 - Milano

User Experience& Mobile Innovation

Strategy

1 2 3

User Experience Mobile InnovationIntroduction

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N95, the top level smartphone of 2007

Yesterday

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Fix Grid, N95, Flash, Netbook, Desktop, no Cloud software

Yesterday

Mobile Frontier 2014 - Milano

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N95 first release to the market in Italy: March 2007 - 700€

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TodaySmartphones are a commodity. iOs, Android are mainstream,

but new technologies are just around the corner

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Today

Mobile Frontier 2014 - Milano

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Amazon Kindle Fire HD150€

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A complex scenarioAll this different devices are part of our daily routine

and all the experiences are shared across multiple touchpoints

* Cross Channel Matrix

8:00 12:00 16:00 20:00

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A complex scenario

* Cross Channel Matrix

8:00 12:00 16:00 20:00

It's not about the single devices.

It's about the overall journey.

Scenario A

Scenario B

Scenario C

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WIP

Customer Journey Map

Play

Discover+

Check

ShareTime

+

+ +

Innovation is about connetting the dots of the user customer journey,

creating a smooth experience across products and services.

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What is the User Experience?User Experience encompasses all aspects of the end-user's interaction with the company, its services, and its products.

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UX Designis a collection of multiple disciplines

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The UX Design processAgile metodology needs a different design workflow

Research Concept

Wireframe Visual

Develop

User test

PrototypeSketch

Review

1. Concept ideation 3.Go to Market2. Design realization

Deploy

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DESIGN MOBILEUSER EXPERIENCE

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The next generation of users is upon us. Their context is touch, mobility and speed. Reaching them requires

intuitive design. For better or worse, they are mobile first.

Born Digital

JOHN  FOX,  2012

Mobile Frontier 2014 - Milano

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From Desktop to MobileMoving from Desktop paradigm to mobile devices is not just shrinking the UI,

it is about re-thinking the UX for a different context.

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As new devices come into the market, a mobile first approach to design

and development will be pivotal to your creating a successful product or brand.

Mobile first

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A mobile device can be used at anytime, anywhere.

The mobile context is about the environment and circumstances of usage.

The Role of Context

David Crow, Context of Mobile Interactionhttp://www.flickr.com/photos/davidcrow/1224270527/

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Stephen P. Anderson, Seductive Interaction Designhttp://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version

functional

reliable

usable

pleasurable

missing

UX

The piece we often overlook is the pleasure. It’s at the core of culinary arts, but

we find it far too infrequently in the web apps and websites we use daily.

Understanding the User needs

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Mobile Frontier 2014 - Milano Mobile Frontier 2014 - Milano

The Ecosystems of screensDelivery a cross channel ux it's a complex challenge.

It's not about the UI, it's about the experience across the multiscreen world.

* Precious Studio, Patterns for multiscreen strategy

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It's more than a screenA sensor for adaptive systems is any technology that allows a device

to understand and evaluate different contexts.

Light

Cameras

Microphones

Touchscreen

GPS

Wi-Fi / Cellular

NFC

Bluetooth

Proximity

Accelerometer

Magnetometer

Gyroscope

Pressure

Temperature

Humidity

Biometric

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A shape-shifting futureThe evolution of technology is changing the boundaries of design.

What is the shape of analog experiences when they become digital?

Seamless experience

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MOBILE INNOVATIONSTRATEGY

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Don't worry about what anybody else is going to do.The best way to predict the future is to invent it.

Disruptive innovation

ALAN  KAY,  1971

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Automotive

Healt-Care

News-Media

Financial

Retail

Trasportation

Mobile is changing markets

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Uber / Hailo

Transportation

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Enjoy / Car2Go / Drive now

Transportation

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News & MediaFacebook Paper / Feedly

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News & MediaSky Go / Netflix

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RetailiBeacon / Tod / Gimbal Qualcomm

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AutomotiveAudi Concept / Nissan Leaf

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Healthcaret-Slim Smart Pump / Misfit / Sway

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HealthcareRebook Checklight / OMSignal / Adidas MyCoach

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FinancialSquare / Google Wallet / Coin

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FinancialPaypal Beacon / BitCoin Atm / Disney Bracelet

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What is changed?Service design is the next important field of competition. Each of these learning

curves represents a new field of competition, a new strategy for differentiation.

Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html

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Why do we need Innovation Strategy?

Environment People

Offering Time

Future

Present

Past

Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html

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This company no longer exists!Big Bang Disruptions throw many enterprises out of business.

Enterprises need to have a strategy to face these disruptive innovations.

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The value of Design StrategyIt acts in the crossroads of design, research insight and business strategy, where design methods

are used to generate strategies as well as tactics for planning , implementation and business.

Design & InteractionFunctional Innovation

TECHNOLOGY

Process Innovation & PM

Experience innovation

StrategyEmotional Innovation

BUSINESS

HUMAN VALUES

Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html

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Innovate or Die.

TOM  PETERS

Future

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FURTHER READING

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This is Service Design Thinking.

Marc Stickdorn & Jakob Schneider, 2012

The Mobile Frontier

Rachel Hinman, 2012

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User Experience & Mobile Innovation Strategy

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Innovation designDesign principles Case study

Trasnporta)onUber  /  Hailohttps://www.uber.com/https://hailocab.com/london

Enjoy  /  Car2Go  /  Drive  Nowhttp://enjoy.eni.com/https://www.car2go.com/en/austin/https://de.drive-now.com/

RetailiBeacon  /  Tod  /  Qualcommhttp://buyibeacons.com/http://todhq.com/https://www.gimbal.com/

News  &  Media  Facebook  paper  /  Feedlyhttps://www.facebook.com/paperhttp://feedly.com/index.html

SkyGo  /  NeBlixhttp://skygo.sky.it/index.shtmlhttps://www.netflix.com/global

Automo)veAudi  concept  /  Nissan  Leafhttp://www.youtube.com/watch?v=wlYe-QrFXZ4http://www.nissanusa.com/innovations/carwings.article.html

Articles & Insights

The  DefiniKon  of  User  Experience

http://www.nngroup.com/articles/definition-user-experience/f

The  Intricate  Anatomy  of  User  Experience  Design

http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design

Sketching  the  User  Experience

http://www.slideshare.net/antoniodepasquale/sketching-the-user-experience

HealtcareRebook  Checklight  /  OMSignal  /  MyCouchhttp://shop.reebok.com/us/content/CheckLighthttp://www.omsignal.com/http://micoach.adidas.com/it/

t-­‐Slim  Pump  /  Misfit  /  Swayhttp://www.tandemdiabetes.com/Products/t-slim-Insulin-Pump/http://www.misfitwearables.com/http://swaymedical.com/

FinancialSquare  /  G.  Wallet  /  Coinhttps://squareup.com/http://www.google.com/wallet/https://onlycoin.com/

Paypal  Beacon  /  BitCoin  ATM  /  Disney  Bracelethttps://www.paypal.com/us/webapps/mpp/beaconhttps://bitcoinatm.com/https://disneyworld.disney.go.com/plan/my-disney-experience/bands-cards/

InnovaKon  X

http://www.innovationxbook.com/

Design  Driven  InnovaKon  e  collaboraKve  innovaKon:  sfide  e  opportunita'

http://www.mi.camcom.it/upload/file/1491/745967/FILENAME/Verganti-Harvard-Final-Report.pdf

DisrupKve  thinking

http://www.disruptive-thinking.com/

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Thanks!@myinteraction

to continue the discussion!